New Logo, Identity, and Packaging for Oobli by Zeus Jones

Established in 2014 and originally named Joywell Foods until last year, Oobli is both a food tech company and a consumer products company developing and using sweet proteins as a sugar alternative. Inspired by Brazzein, the sweet protein found in oubli, a fruit in West Africa that is up to 2,000 times sweeter than sugar but also very difficult to extract, Oobli has developed a proprietary microbial fermentation process to produce and recreate the sweet proteins found in nature identically, affordably, and at scale. While it partners with restaurants and major food manufacturers to provide them with their sweetener, Oobli has also launched its own consumer products: a range of chocolates and a range of teas, each with significantly less sugar and calories than its competitors — Time magazin